After an Olympian 2024, Destination France Vows to “Keep Up The Pace”

The Destination France 2025 tour brought 23 French and local exhibitors to Toronto, with the event kicked off by a trade show that generated over 200 business meetings with travel advisors. 

After the energy created by the 2024 Olympic Games, the aim of this year’s edition of Destination France was to capitalize on the momentum and ensure that tourism strategies are sustainable. French tourism officials said the event theme “Keeping up the Pace” means supporting the development of new offers, encouraging off-season stays and favouring longer stays to avoid overtourism.

Bertrand Pous, the Consul General of France in Toronto, attended the event to meet with exhibitors and advisors. While final numbers have not yet been released, forecasts indicate that 2024 was a milestone year for French tourism, with 100 million international visitors to France (+2 million) and $105 billion in international revenues (+12%).

With the Olympic and Paralympic Games, the 80th anniversary of the Normandy landings and the reopening of Notre-Dame de Paris, French tourism enjoyed strong momentum and an exceptional showcase around the world.

Mélanie Paul-Hus, Director of Atout France’s Canadian office, thanked the industry for its continued support. “We look forward to welcoming you to France, the French Caribbean and Overseas, and to offering you unique experiences, including the 2030 Winter Games and sustainable travel tailored to the needs and desires of Canadians.”

Among the trade show exhibitors were a number of French regional tourism offices, airlines, including Air France, Air Canada, Air Transat and French Bee, hotel chains and attractions.

Between the airlines linking Canada and France, there’s strong lift to the destination, and both Air France and Air Canada offer plane-train combinations with French rail operator SNCF, making it easy to explore many French cities.

Going forward, French tourism aims to take its success and make it more sustainable.

“The tourism of tomorrow is being invented today: more responsible, more immersive, more connected to the regions. Soft mobility, new technologies and eco-responsible commitments are redefining the way we travel,” Atout France said.

The tourism promoter offered the following advice for advisors to suggest to their clients considering travel to France:

• Take the time to explore its landscapes, towns and villages through the seasons.
• Meet the people who make these regions so rich, from craftsmen to local producers.
• Let yourself be carried away by the rhythm of culture, through major events and unique artistic programs.